Overview of this campaign
On March 9th 2015 Politiken launched a new web-strategy with the objective to enforce our position in the media marketplace by enhancing user-experience and making the site more personal. If users register - or buy a subscription - they get access to a range of functionalities including:
- New front page flow design.
- Personal article recommendations. Algorithm based recommendations via tracking of on-site behavior.
- New ‘follow’ functionality. Follow your favorite journalists, sections and themes.
- New ‘save’ functionality. Save articles for later.
- Increased reading experience. Fewer banner ads when logged in.
- Primary objective: To convert anonymous users to registered users.
Secondary objective: To harvest user-data for the purpose of working towards more data-driven journalism as well as differentiated marketing communication.
Third objective: To strengthen user-loyalty.
The launch of the new web-strategy was supported by a campaign theme, which in Danish used the phase ‘det er helt sort/all is black’. This back-translates into 'You won't get a thing if you don’t log in’.
The CTA was offering a 4-week trial period with free uninhibited access to content on politiken.dk in order to increase registration. The metered-model allows anonymous users 5 free articles per month and registered users 15 free articles per month. So the incentive was clear.
Impact adds on owned platforms
Facebook launch, two viral-films - a 15" teaser and an explanatory film with Editor-in-Chief Bo Lidegaard introducing ‘Your Politiken’
March 9th: A black ‘wall’ covering politiken.dk – users had to register to enter the site.
March 10th +: Soft ‘wall’ – a black interstitial asking for registration but with an option to click away
Cover zones on site – selected content was covered by black ‘skins’.
4-step mail flow introducing newly registered users to politiken.dk and a surprise&delight offer, allowing them to sample Politiken’s loyality-programme, Politiken Plus.
Outdoor posters on train stations
Results for this campaign
The campaign exceeded expectations and delivered on all KPI’s.
Number of registered users grew 763 % between February 2015 and March 2015.
February 2015: 12.118
March 2015: 104.546
The number of subscribers grew 35 % between February 2015 and March 2015
February 2015: 49.724
March 2015: 67.193
Reach: 163.000 people
CPT: 0,044 DKK
CPC: 1,617 DKK
CTR: 4.525 to politiken.dk
Budget: 7.324 DKK/1.072 dollars